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A STUDY OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY IN THE VIEW POINT OF

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Equity in The View Point of Students for Higher Education Institute in Bangkok and Metropolitan Areas

Name of Researcher : Mr. Vichit U-on

Name of Institution : Faculty of Business Administration Sripatum University Year of Publication : B.E. 2553

ABSTRACT

This research on A Study of Integrated Marketing Communication for Creating Brand Equity in The View Point of Students for Higher Education Institute in Bangkok and Metropolitan Areas 1 has the objective of examining the brand value and the impact of the use of integrated marketing communication (IMC) from the viewpoint of students at private universities in Bangkok and the suburb.

The methodology is to use a questionnaire survey as an important tool in collecting data from the sampled group of 2306 students at private universities in Bangkok and the suburb, which will be processed by the computer program SPSS. The statistics used in this study include frequency, percentage, average, and standard deviation, whereby the assumption will be tested with reference to the Pearson value indicating the level of confidence at 95%, deviating not more than 5%.

The factors for brand value consist of a brand awareness factor, which is divided into 1) recall 2) brand recognition 3) product awareness 4) brand awareness from various medium, a brand association factor, brand quality awareness factor, brand loyalty factor. When we mention private universities, we are mainly reminded of the quality of education. The medium that enables the questionnaire respondent to be aware of the excellent quality of their own institutions and the overall marketing medium that influences the creation of brand value for private universities include communication through the main and supplementary activities.

Key words: private universities, Integrated Marketing Communication (IMC)

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χ2 ρ

!*#5

21 (3.4)

7 (3.9)

6 (4.6)

22 (10.2)

15 (5.3)

!*

79 (13.1)

16 (9.0)

13 (10.0)

29 (13.5)

35 (12.5)

&!

197 (32.6)

69 (38.9)

48 (37.2)

88 (41.1)

110 (39.5)

226 (37.4)

68 (38.4)

47 (36.4)

56 (26.1)

93 (33.4) #5

80 (13.2)

17 (9.6)

15 (11.6)

19 (8.8)

25 (8.99)

@B/

603 (100)

177 (100)

129 (100)

214 (100)

278 (100)

102.76 0.004

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!*#5 30 (4.9)

5 (2.8)

6 (4.6)

23 (10.7)

30 (10.7)

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22 (12.4)

18 (13.9)

29 (13.5)

45 (16.1)

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71 (40.1)

44 (34.1)

86 (40.1)

91 (32.7) 210

(34.8)

61 (34.4)

50 (38.7)

59 (27.5)

86 (30.9) #5 62

(10.2)

18 (10.1)

11 (8.5)

17 (7.9)

26 (9.3) *

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603 (100)

177 (100)

129 (100)

214 (100)

278 (100)

113.83 0.000

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χ2 ρ

!*#5 104 (17.2)

23 (12.9)

15 (11.6)

47 (21.9)

71 (25.5)

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31 (17.5)

27 (20.9)

39 (18.2)

47 (16.9)

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56 (31.6)

45 (34.8)

72 (33.6)

80 (28.7) 140

(23.2)

48 (27.1)

29 (22.4)

37 (17.2)

59 (21.2) #5 54

(8.9)

19 (10.7)

13 (10.0)

19 (8.8)

21 (7.5) 6

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603 (100)

177 (100)

129 (100)

214 (100)

278 (100)

129.83 0.000

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χ2 ρ

!*#5

31 (5.1)

8 (4.5)

5 (3.8)

17 (7.9)

20 (7.1)

!*

102 (16.9)

26 (14.6)

18 (13.9)

45 (21.0)

47 (16.9)

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248 (41.1)

82 (46.3)

64 (49.6)

91 (42.5)

104 (37.4)

173 (28.6)

50 (28.2)

32 (24.8)

42 (19.6)

82 (29.4) #5

49 (8.1)

11 (6.2)

10 (7.7)

19 (8.8)

25 (8.9) &

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603 (100)

177 (100)

129 (100)

214 (100)

278 (100)

75.53 0.248

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χ2 ρ

!*#5 9 (1.4)

2 (1.1)

1 (0.7)

7 (3.2)

11 (3.9)

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16 (9.0)

14 (10.8)

42 (19.6)

42 (15.1)

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80 (45.1)

56 (43.4)

101 (47.1)

126 (45.3) 227

(37.6)

70 (39.5)

52 (40.3)

54 (25.2)

85 (30.5) #5 34

(5.6)

9 (5.0)

6 (4.6)

10 (4.6)

14 (5.0) +

$

603 (100)

177 (100)

129 (100)

214 (100)

278 (100)

109.74 0.001

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χ2 ρ

!*#5

19 (3.2)

7 (3.8)

5 (4.0)

16 (9.0)

14 (5.4)

!*

75 (12.9)

16 (8.7)

10 (8.1)

20 (11.2)

31 (11.9)

&!

192 (33.2)

72 (39.5)

45 (36.5)

68 (38.4)

110 (42.4)

211 (36.5)

66 (36.2)

48 (39.0)

57 (32.2)

86 (33.2) #5

81 (14.0)

21 (11.5)

15 (12.1)

16 (9.0)

18 (6.9)

@B/

578 (100)

182 (100)

123 (100)

177 (100)

259 (100)

86.77 0.031

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